Reebok and the UFC Join Forces

Dana White, Lorenzo Fertitta, and Matt O’Toole appear on stage to announce Long-Term Partnership. (Photo by Brad Barket/Getty Images for Reebok)

Downtown Boston may be getting a brand new UFC gym, but Canton-based Reebok is getting a whole new partnership.

On Tuesday, the mixed martial arts organization announced a long-term deal with Reebok, which will become the “exclusive authentic global outfitter of UFC.” The deal will not only cover fan apparel, it will also be outfitting the athletes in the octagon.

“Together with Reebok we are changing the landscape of MMA,” said Lorenzo Fertitta, UFC chairman and CEO, in a statement. “Working with another global brand with such a strong history in training and fitness will deliver long-term value for UFC athletes and their brands by elevating and further professionalizing the events and the sport. Every UFC athlete will benefit from high quality performance apparel specifically developed, tested and produced for MMA athletes. Never before has the sport had a global athletic footwear and apparel brand committed to investing so much in the research and development of products specifically for MMA.”

Reebok is no stranger to partnering with strong brands. In 2011, the global sports apparel and footwear company joined forces with CrossFit and created the Reebok CrossFit Games, as well as branding several boxes in numerous cities.

The new alliance with the UFC will also feature a charitable component. Starting in 2015, a percentage of sales from Reebok UFC product will benefit Fight for Peace, an international program that uses boxing and martial arts as an educational tool for young people who live in communities that suffer from crime and violence.

“This partnership is much more than a licensing agreement,” said Matt O’Toole, Reebok’s president, in a statement. “It is a true collaboration between two great brands, which will not only give UFC a new and exciting look, but will harness the global reach of both brands to also benefit young people around the world, particularly those at risk of being involved in crime and violence.”